Heineken UK invests in Tenzing, enters energy drink market

Heineken UK has made its first entry into the energy drink market by acquiring a minority stake in Tenzing, a rapidly growing natural energy drink brand. Tenzing, founded in 2016 and known for its plant-based, low-calorie drinks, will continue to operate independently, while leveraging Heineken’s distribution network, particularly in the convenience channel. Both companies emphasized shared values, with Tenzing CEO Huib van Bockel citing a mutual belief in craft, natural ingredients, and community-focused branding as reasons for choosing Heineken over other potential investors. Heineken UK’s managing director, Boudewijn Haarsma, described the investment as a strategic move to diversify beyond beer and cider and praised Tenzing’s commitment to sustainability and better consumer products. The deal is expected to help Tenzing scale up while maintaining its brand ethos and independence. Financial terms of the investment were not disclosed.